Marketing communications have historically been measured on a medium-by-medium basis. The new electronic communications systems are in danger of falling into the same trap. Yet consumers seem to use all these communications systems concurrently, simultaneously and one would assume, synergistically. If this is true, what are the challenges in measuring the impact and effect of these integrated communications systems? How should synergy between communications forms be considered and measured? For it is ultimately consumers, not managers, who integrate (marketing) communications. In response to these and other challenges, this article identifies five areas of integrated marketing communications (IMC) measurement worthy of future research. It then goes on to expand on each of the areas, noting some of the foundational work that has already taken place and signalling possible avenues for future research. In conclusion, it considers the theoretical implications of the research agenda and postulates how a broader view of theory could in fact assist scholars in tackling the research challenges as they currently stand.

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